Relationship Marketing is a form of marketing that focuses on developing deeper, meaningful, and more sustainable customer connections to ensure long-term satisfaction and loyalty to the brand. Relationship marketing is not focused on short-term wins or sales transactions — rather, it focuses on delighting the audience and your customers on a long-haul basis.
The following are some of the renowned companies having adopted the relationship marketing strategy:
Domino’s has taken a fair share of risk over the past couple of years for innovation and improvements — including an ad series called the Pizza Turnaround where a number of negative customer reviews, read by the real Domino’s employees, have been presented before a new and improved recipe as promised.
These self-deprecating ads genuinely appeal to viewers but clearly oppose any standard sales playbook. That is why they work. That’s why they work. Domino has reinvented her brand as transparent and honest by admitting her mistake — and who wouldn’t buy it from a business like these?
Domino’s has also led other brilliant marketing campaigns, such as the Domino Wedding Registry, in which couples will soon be able to create an own registry of pizzas. Domino’s also did a wonderful job in getting a digital audience – sometimes, people could even order pizzas with a simple emoji pizza. The digital channels now account for half of Domino’s sales.
Lastly, Domino has taken many risky steps to build a loyal, long-term client base. They accepted short-term losses for longer-term gains by reinventing their products and brands slowly and strategically and then engaging their audience on the preferred digital platforms of their customers.
ArmorSuit’s warranty policy starts as follows : “Most warranties are limited to 30 days or one year, but with our Lifetime Replacement Warranty, our customers can qualify for a lifetime replacement screen protector. This way, you will never need to purchase a whole new kit when a replacement is needed. The lifetime warranty of ArmorSuit is the firm commitment to satisfy its customers. While offering a lifetime warranty might seem ridiculous, it makes sense to build strong links with ArmorSuit customers , if customers need additional technology-related products, they will most probably check ArmorSuit website first.
Of course, a 35-minute film is not the hotel’s most conventional path to increase its sales — and still, Marriott chose her movie, Two Bellmen Three. This movie, along with other influential contents, including “Episodes,” which imitates documentaries from TV travels, enables Marriott to draw attention to younger demographics and build awareness of young people’s domain At
best, their material is rarely an advertisement and is typically focused on delivering information about different destinations for fun or helpful audience.
Relationship marketing is ultimately about offering valuable content to both new and existing customers regardless of where they are on your buyer’s journey. Good relationship marketing should appeal to a random viewer as powerfully as it appeals to your long-term customers to ensure that your customers can grow with you on a long-haul basis. For example, GE has created two sponsored podcasts, which together resulted in almost 8 million downloads. In addition, the company has a popular YouTube channel and a blog with topics ranging from Arnold Spielberg to 3D printing. By consistently offering a wide range of quality content, GE demonstrates its desire to satisfy its long-term customers at the expense of short-term gains.
In 2014, Panera issued a statement promising its customers to remove all artificial flavourings, sweeteners and preservatives from all Panera products by the end of 2016. The company remained transparent throughout the process, publishing progress reports to demonstrate a level of accountability and transparency for its customers. Undoubtedly, it was a risky decision to admit that they had previously used unsafe ingredients in their food — but it paid off a lot in 2016 when the company could officially have said: “100 % of our food is 100 % clean.”
Now, they continue to focus on cultivating strong relationships with their clients through personalization. For example, they alert loyalty members to new food offerings that they feel will meet the “flavour profile” of the member.
They also meet their customers where they are—26% of Panera’s orders are digitally generated and offer home and business delivery, quick pick-up and catering. Their commitment to health and convenience resulted in 28 million Panera Loyalty Members and 13 million subscribers to the newsletter.
Next, let’s explore how you can create a strong marketing strategy for your own business.
Below written is some Relationship Marketing Strategies that must be kept in mind:
- Provide personalized, customer-focused service.
- Engage with the customer where they are.
- Offer incentive and rewards for customer loyalty.
- Creates precious content that tells an impressive story.
- Collect feedback regularly.
Provide personalized, customer-focused service.
You should never concentrate primarily on your product or service when you create a relationship marketing strategy and engage with your customers. You should always be concerned about the customer, instead— would the customer like this ad to look for? Is this Instagram post exciting to the customer? Does the customer enjoy our new product?
Furthermore, when your clients need help, it is essential to create direct support channels. Perhaps to address service-related concerns you implement a Facebook Messaging Bot. Alternatively, you may be able to answer questions from your clients using Instagram DM. When you meet your clients in places that they want to meet, you are willing to help them despite the difficulties that may result in your overall business process.
Engage with the customer where they are.
It is not only because of the content that Marriott’s strategy works— but also because of where they post it. The production of videos for Snapchat allows Marriott to draw on a younger demographic on a platform with this audience already popular.
In the same way, you must learn which platforms for your ideal demographic are most popular. You show a degree of helpfulness and understanding through these channels, which helps these users interact with your brand.
Offer incentive and rewards for customer loyalty.
It is essential that you continue to engage with clients even after you have purchased a product in order to develop a long-term relationship with your clients and to create lasting brand loyalty. Consider what you can offer to you as soon as you are a customer–maybe you can get an extra discount or personalized recommendation based on your wishes.
Consider Panera–Panera continues to encourage its customers to buy additional products by creating a loyalty rewards program and slowly forms a more meaningful relationship by
gathering information about each customer and then using the information to offer unique ideas according to their individual food preferences.
Creates precious content that tells an impressive story.
Instead of seeing any additional product ads to become a brand loyalist if a client has already purchased his or her product, they must feel that your business provides valuable content irrespective of its buying intent.
The film from Marriott is not designed to convert a viewer to a paid customer immediately. Rather, it’s intended to raise brand awareness, so that they will remember the compelling film they’ve seen and think about Marriott while the spectator is ready to book a hotel for a coming trip.
Collect feedback regularly.
A connection operates in two directions–it is essential to develop a genuinely meaningful relationship with your customers. What does your brand want to see? What’s your product like about them? What do you want on your blog you wrote about? This information is essential to ensure that you consistently improve your relationship marketing strategy to meet your particular audience’s needs.